Semantic core

How to compile and organize semantics for a website or online store

A website's semantic core is a list of keywords that are distributed on the website's pages and through which the website is promoted online, these are the words and phrases that most accurately describe activities, products or services offered by a particular web page.

Such core usually consists of high-frequency keywords and others, ranked by frequency of use.

The core is the basis of the website, it depends on whether the web page will be in the top search engine results.

Use of semantic core

It helps form the website’s theme

It can be a base for the website's structure construction

It helps to rank the website in search engine results

It helps fulfill users’ needs

The algorithm for creating an online store's semantic core consists of 4 steps:

1. Collect keywords using common services and programs

2. Use alternative ways to compile a semantic core base

3. Group data and delete extra keywords

4. Expand semantics on the page

What are keywords

Keywords are separate words and whole phrases, with the help of which users search for necessary information in the network.

Keywords can be:

Low frequency. These include 65-80% of all web queries, according to various data. Therefore, it is important to create complete semantics, which should contain many low-frequency keywords and be as complete as possible to users' needs.

Medium frequency — up to 1000 display. Getting to the TOP with such keywords is the key to increasing traffic.

High frequency — from 1000 displays. The competing level for such queries is the highest.

Types of keywords:

Informational

They are used by the audience while searching for certain information: «how to connect a router», «how to store cookies», «how to write an abstract».

Transactional

They are used while planning certain actions: «buy a smartphone», «download a book on lead generation», «order a cake with self-pickup».

Not defined

When it is difficult to establish the specific intentions of the message's author: the key «cake» can be used before the planned purchase or while searching for information on how to cook confectionery yourself.

Navigational

When a user searches for information on a specific page: «Lenovo laptop», «Nova Poshta track delivery», «Facebook registration».

Semantic core clusterization

It is systematizing related keywords offered by search engines in groups (clusters). It allows you to form an orderly structure of hundreds and thousands of web queries of network users.

The issue of semantics grouping requires an individual approach for each project/campaign/business. The decision is influenced by many factors: the website's structure, business type, budget, frequency of phrases, the flexibility of the project, and the main message. The main thing is to understand why this type of clustering was chosen, whether it will be optimal and whether it will achieve the desired result.

Before you start collecting semantics, you can write a list of negative words. With their help, unnecessary phrases are cut off.

The list of negative keywords will help reduce the number of irrelevant queries. Properly covered, it will withstand a lot of adverse conditions.

There are such stages of semantic core clusterization

Defining a sample of objects for the group.

Criteria formation for evaluation of objects in the list.

Definition of similarity degrees between considered objects.

Cluster analysis to identify groups.

Summarizing and results of grouping.

Principles of semantics clustering:

By the stage of the sales funnel (cold, warm, hot)

By intentions — words combined by purpose (cost-calculator-price)

By morphological proximity of words (an order — to order)

By semantic proximity (grouped synonyms: montage — installation)

How to create your website’s structure

A website's structure is a hierarchical system of pages with which you can plan content, ways of presenting information, and the convenience of the resource for users and search engines.

The Word, Excel, or Google Spreadsheets tool is suitable for building the structure and order of the semantic core. To do this, specify the names of the pages and their subordination, and add columns of pages’ URLs, keywords and frequency of their use.

Semantics collection services

There are many different services for keyword collection on the web. They can be used in the initial stages and later — to expand the word base.

All services have different databases, so that they can provide different keywords. It is better to use several services while working, paying attention to the following features:

1. The volume of web queries database.

2. Frequency of data update.

3. Synonyms collection.

4. Keyword search sources.

5. Bases in all languages and for all countries of the world.

6. Ability to find search tips.

7. Displaying important frequency keywords.

Errors in semantic core construction

Keywords do not correspond to the subject of the business resource.

You did not decide on the type of request (commercial or informational). You can check this by entering a question in search, and if most of the web resources respond with a «buy-order» offer, then this is a commercial offer.

Semantic core does not include synonyms of keywords and phrases.

Data were not divided into groups. They need to be clustered, it is important for the website's structure.

Keywords are with mistakes.

The compiled semantic core is too small. The core should include as many web queries as possible: from a few hundred to thousands.

Empty keywords were entered.

The list includes only high-frequency keywords. At the same time, low-frequency keywords can immediately bring the website to the top of the list.

How to choose keywords for the meta tags Title and Description correctly?

Writing Title and Description meta tags for landing pages is the final step in compiling a semantic core.

What should the Title look like?

1) length — 65-80 characters;

2) it is desirable to include the main keyword in the Title twice.

What should the Description be?

1) length from 135 to 180 characters;

2) must contain the main key and its close synonym;

3) it is desirable to use micro-markup and emoji to make a website stand out in search results.

Leave a request for the SEO audit to compile a semantic core

FAQ

1. What are the stages of selecting keywords for the site?

Collecting the semantic core is a necessary stage before developing the site structure and setting copywriting tasks. Keywords are selected using ordinary services and programs and also alternative methods. Specialists group the data, remove redundant words, and then expand the semantics for each promoted page.

2. What should be considered when collecting a semantic core?

When collecting the semantic core, it is necessary to consider the frequency and type of keywords (informational, transactional, navigational, undefined). By analyzing the websites of your competitors, you will find out what words other projects in your niche are using, and you will be able to develop a strategy for yourself.

3. What will the semantic core look like?

The semantic core is a list of keywords and phrases for different pages of the site, grouped by certain parameters: site structure, frequency, etc. We can also provide a list of stop words that you should not use. The same list of keywords and phrases is used for link building and contextual advertising.

4. How much does it cost to select key queries?

The cost of selecting keywords and creating a semantic core depends on the complexity and specifics of the topic and the scope of work. Order an individual consultation to learn more about our services and determine the optimal format of cooperation. If you previously promoted the resource, order an SEO audit to check the compliance of metadata and content with the semantic core.